McDonald’s is making a big addition to the all-day breakfast menu

Last week some McDonald’s fans (MCD) the hash browns and hot buns may have inadvertently helped spread fake news – despite a viral tweet saying otherwise (which has since been deleted), the fast food chain has no intention to bring back breakfast all day this fall.

A restaurant representative confirmed that the menu announcing that breakfast would be served all day from October 5 dated back to 2015, when the chain launched for the first time its all-day breakfast menu.

Over the next seven years, McDonald’s breakfast availability underwent countless adjustments and changes. Some popular breakfast sandwiches are actually available all day at many locations, but as of 2020, the chain’s full breakfast menu is only sold between opening hours and 11 a.m.

This is done, in large part, to maximize the use of devices and limiting the number of items workers need for cooking during peak periods. Larger locations may offer more items at all times, while in Canada some McDonald’s locations continue to serving breakfast all day.

“So wait all day breakfast isn’t a thing outside of Canada?? Shit, we actually have a W in something”, on Canadian tweeted September 1. (Due to import laws and different menu development processes, many popular fast food LTOs never make it to Canada.)

McDonald’s coffee and breakfast

On Tuesday, McDonald’s announced that it would make its Cheese Danish available all day from September 14.

Made with a cream cheese filling and a drizzle of vanilla cream, Danish cheese is a fast-food take on the popular European pastry. Starbucks (SBUX) offers a similar one when McDonald’s had Danish cheese on its breakfast menus in the 1980s. The new one is a nod to the company’s history.

“The Cheese Danish, which is a new take on a pastry first offered by McDonald’s in the 1980s, joins a list of star McCafé breakfast items, including the Apple Fritter, Blueberry Muffin and Cinnamon Roll,” the company said in a statement. .

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The McCafé concept, which began at McDonald’s Australia in 1993, serves coffee and accompanying sweets. Different countries serve everything from the beloved American muffin to the Oreo Roll Cheesecake in Japan and croissants and macaroons in France and Switzerland.

As always, the new item will be available in restaurants, through McDonald’s drive-thru and online on the McDonald’s website and mobile app.

Breakfast is an important meal (for fast food companies)

McDonald’s has dominated the fast food breakfast market for years – the chain offers an extensive menu, while items like the Egg McMuffin and hash browns remain favorites for generations.

The chain makes about 25% of its sales before noon.

Where other chains used to only offer one or two breakfast items as a “see, we’ve got that too”, the last few years have seen a veritable breakfast explosion in the fast food. Data from the NPD Group revealed that restaurant breakfast sales increased by 51% between the autumn period 2020 and 2021.

Companies like Wendy’s (MAGNIFYING GLASS) tapped into those numbers to invest heavily in menu development – ​​the Dublin, Ohio-based burger chain launched a line of new breakfast sandwiches in a bid to topple the Golden Arches.

“This was partly due to the growth of our breakfast business, which reached 8.5% of sales in the United States at the height of our highly successful Buck Biscuit promotion and our global digital acceleration, which reached about 10% of sales by the end of the year,” said Director Executive Todd Penegor noted that during the company call for fourth quarter results in March.

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